Public Relations & Social Marketing Insight

You really need to stop using these phrases.

Some are blatantly self-inflating, some are too vague for their own good, and others just sound downright disgusting.x

We’re all familiar with those wrung out, miserably overused industry terms that have been leeched of their original potency.

They’re the ones repeatedly (and often inaccurately) applied to such a broad variety of subjects and situations that they’ve taken on undesirable connotations as a result.

And they’re the words I’m now promoting replacements for in an effort to abolish their exhausting reign over modern marketing discourse....

Richard Levitt, who worked in communications at Oracle for more than seven years, originally published this post on LinkedIn. It started off right

…Around 1984, Rick Bennett convinced Larry to start running ads. Rick’s approach is highly aggressive and confrontational. And, as it turned out, highly disruptive and successful.In an essay about his time working with Larry, Rick wrote, “I once asked Larry if maybe we ought to run some ad copy by legal. His response surprised me. He said, ‘Hell no! I’ve got a litigation department. Let ’em litigate.

’”That relationship lasted until about 1990. Soon Larry started writing his own ads. Larry is a brilliant tech guy, powerful leader and businessman. But he’s not a copywriter. And without anyone to guide or challenge him, that edgy positioning diminished into self-referential statistics. Worse, ads crumbled under extreme legal oversight....

“Members only” – “limited offer” – “guaranteed” – “discover” – “check out”…

If you wonder what these terms have in common, here is the answer. Brands consider them to be top performers. They are effective because they create a sense of urgency and pique people’s interest.

The other reason why these words and phrases sell has a lot to do with their simplicity. We recognize them instantly — and are more likely to take action as a result.

Not convinced? Check out this infographic created by Uberflip. You will find an interesting list of the most persuasive terms used in marketing over the years....